The impact of the covid-19 pandemic on stakeholder engagement by human relief non-profit organisations in South Africa

Abstract

This dissertation investigated the impact of the COVID-19 pandemic on stakeholder engagement by human relief non-profit organisations in South Africa. This study sought to understand how human relief non-profit organisations adapted their engagement with their stakeholders during the global COVID-19 pandemic crisis. A qualitative research methodology was employed, based on a conceptual framework covering recent theory on stakeholder engagement; crisis communication planning, preparedness, and management; and the role of digital communication platforms – including social media – during times of disruption that call for rapid responses. The conceptual framework enabled the researcher to provide best practice guidelines to improve the effectiveness of stakeholder engagement in crisis situations and for improved crisis preparedness. The primary research took the form of in-depth semi-structured interviews conducted with participants representing a purposive sample of four human relief non-profit organisations. This was preceded by a review of the sampled organisations’ social media pages to gain insight into the background and context relevant to the primary research. The data was processed by means of qualitative content analysis, using categories derived from the conceptual framework and the different stages involved in the pandemic. This allowed the researcher to identify, examine, and interpret common themes in the participants’ responses. The findings show that despite challenges associated with the COVID-19 pandemic, the sampled non-profit organisations have actively engaged with their stakeholders, embracing technological advancements to assist them in their quest to fulfil their mandate and continue to assist those in need. They have adapted their engagement strategies to meet the needs of their stakeholders, whether by offering information and advice on how to keep safe during the pandemic or delivering crucial assistance during lockdown. Measured against the best practice guidelines to improve stakeholder engagement during times of crisis, the findings show a deficiency in that little emphasis is placed on the internal stakeholders on the part of some of the sampled non-profit organisations. The researcher therefore recommends that internal stakeholders such as staff, volunteers, and members of the board be treated as a priority focus stakeholder group. Further research is recommended to incorporate a larger sample of human relief non-profit organisations for a more widespread finding on the topic. Furthermore, additional research on the usage of the adapted stakeholder strategy by human relief non-profit organisations after the COVID-19 pandemic is recommended to understand the strategy’s success following a global crisis.